A Legitimate Pursuit
Your MSP business can see return on investment (ROI) from blogging. It will require some level of strategy, but you should expect to see more money come back to you than you spent on blog creation. While working with some SEO group that has made it their mission to facilitate MSP solutions will likely save you a lot of time and energy, there are things you can do internally to see such ROI.
To determine what is and isn’t effective in terms of ROI, you’re going to want to measure how varying outreach strategies are working. Key performance indicators (KPIs) must be determined and monitored. Several worth considering include the following:
Generation of Leads
An MSP business with an effective blog should see an increase in qualitative leads. There are a few ways to ensure this. For example, you could have “contact info gateways”. That is to say, perhaps you’ve got an introductory blog which gives a brief glossing-over of an issue core to clients.
At the bottom of the blog, you’ve got a link to a white paper, but to view the white paper, prospects have to put their contact information in, maybe an email address or phone number.
You’ll weed out some of the non-serious leads this way and have meaningful conversations with those who give you contact information, especially if you use additional metrics to determine which leads are best suited to convert. Monitor lead generation stats carefully.
Expansion of Sales
When you’ve got more qualified leads, you should see an increase in worthwhile conversions. A good blog helps show target markets how what you do can provide them with better solutions, solutions which actually facilitate value. This inclines them to convert.
More Blog Subscribers
An effective blog that is built around providing value for clients and becoming a resource for them should see an increase in subscribers. If your blog isn’t getting more subscribers on a statistically predictable curve, then there are things you need to change. Ideally, you should see an increasing upward trend which gradually expands over time.
Expanded Engagement of Clients
Clients are going to be more engaged if you’re providing concrete value which establishes you as a local authority in IT. Increased engagement leads to increased conversion over time.
This metric is a great indicator whether what you’re doing is working directly or indirectly. Also, you can use engagement metrics to help you decide which leads are most likely to convert once you reach out to them.
Facilitating Increased Conversions Through Effective Blogging
An MSP business with a properly-managed blog should see client engagement expand, subscribers increase, more sales, and a clear increase of leads of the actionable variety. A well-defined blogging strategy has many direct and indirect benefits. As an MSP, this is a very fine tool to help you establish continuously sustainable forward growth.